THE MALL BLACKBURN SHORTLISTED FOR PRESTIGIOUS AWARD
It is one of four finalists in the Marketing Campaign of the Year category after the successful launch of its £66m redevelopment last year.
The Mall is the only East Lancashire attraction shortlisted for the award, with its competitors being The Blackpool Tower Eye, Madame Tussauds and the Museum of Lancashire.
Its campaign to launch the development included TV, radio and press advertising and a fashion show event, all of which featured real Lancashire people that were selected during a model search.
Extensive public relations, digital marketing, celebrity appearances and outdoor and in-store promotion were also utilised.
Footfall increased by 14 per cent over the length of the campaign, with a huge 25 per cent hike on the day of the fashion show.
A post campaign survey revealed that 99.8 per cent of people were aware of the redevelopment.
A further 82 per cent said that the campaign showed Blackburn in a positive light and made them want to visit.
Loraine Jones, General Manager at The Mall Blackburn, said: “We are delighted to be shortlisted for such a prestigious award and it really is testament to the hard work and effort of our staff.
“We all thoroughly enjoyed the campaign and the fashion show event was great fun.
“It was very important for us to use real Lancashire people in our marketing campaign as they really represent the county that we are very to be proud part of.
“With this in mind, we are currently planning a spectacular fashion show event for this September which will feature stylish shoppers from across Lancashire!”
The Lancashire Tourism Awards ceremony will take place on Thursday 13th September at the Guild Hall in Preston and will recognise the outstanding qualities and achievements of local tourism businesses and the contribution they make to the county’s £3 billion visitor economy.
Picture shows: The local campaign models with Coronation Street stars Katherine Kelly and Chris Fountain and management at The Mall Blackburn.
More information about The Mall
The Mall is the UK's leading community shopping centre Fund. Managed by Capital & Regional and Aviva Investors, The Mall Fund owns 8 shopping centres across the UK - home to approximately 1162 retail units and attracting approximately 1.7 million shopping visits every week. Shopping as it should be…………. www.themall.co.uk
Out of hours contact details: Paula Holden: 07772268378